Sony's Secret London Shop Selling 20th Anniversary PS4s for £19.94

Queue amasses outside store after location is discovered; As many as 200 ultra-rare consoles to be sold.

The UK arm of PlayStation has opened a pop-up store at an undisclosed
location in London, where it is selling the ultra-rare 20th Anniversary
PlayStation 4 for £19.94.

Only 12,300 such consoles exist worldwide, and general stock sold out within minutes on Saturday as pre-orders opened in the US. One day later, these custom-designed consoles fetched as much as $20,000 on eBay.

So on Tuesday night, when PlayStation UK announced that
it was selling 94 Anniversary PS4s for just £19.94, whilst offering
some clues about where the shop was located, fans scrambled across
London to find it.

By Wednesday morning, the secret location--found within the East London
district Bethnal Green--quickly became common knowledge on social media.

In a bid to limit the number of resellers and business buyers, Sony said
those who purchase the PS4 Anniversary Edition will need to trade in
some kind of PlayStation memorabilia in their possession, be it an old
console, or game, or related paraphernalia.

On Thursday and Friday, Sony will also be selling 100 Anniversary
Edition PS4s at full retail price. All proceeds go to the UK charity GamesAid.